micebook Awards 2024 Winners Book - Flipbook - Page 23
Best Product Launch
W INNER
Chorus
The Macallan - Amber Meadow
Chorus was briefed to transport guests into an authentic Scottish meadow, a tribute to The
Macallan’s rich heritage and its partnership with Stella and Mary McCartney for the launch of
the yearly release of limited-edition whisky from the Harmony Collection.
To celebrate the collection and liquid, The Macallan hosted a three-week immersive and sensory installation in the courtyard of The Rosewood Hotel for VIP guests, trade and consumers,
complete with a real-life brook, forage-able herbs, and a mesmerising light installation
Sustainability was essential in the client brief and Chorus put forward a solution that aligned
with the brand’s values and objectives. The event’s multisensory experience engaged guests
through storytelling, whisky tastings, and foraging activities, while technology enhanced the
ambiance with a minimalistic yet impactful lighting installation.
Despite challenges like adverse weather, the event maintained its commitment to sustainability and luxury. The launch exceeded media targets, engaged in昀氀uencers, and left a legacy,
solidifying The Macallan’s position in the luxury whisky market.
The event achieved carbon neutrality by prioritising sustainable transportation methods, using
recycled and reclaimed materials, and minimising energy consumption. The team measured
emissions using the TRACE framework and o昀昀set unavoidable emissions through partners
including Ecolibirum.
Compared to The Macallan James Bond activation in 2022, the most successful to date, the
event resulted in a 28% increase in media coverage and a 157% increase in social reach.
One judge described it as “bang on the brand mission, displaying luxury and elegance in every
way, with fantastic metrics to back it up”.
Finalist
Purple Dog Solutions
LBX Dynamic Press Launch
23
